Are you excited for the new info that I am going to share today? My excitement is doubled because every time I find something interesting, I can’t help myself but to hurry and post it.
I can relate to this post from ZoomInfo (@ZoomInfo), the title is “Marketers don’t understand their targets“. Can you relate too? An example is a B2B Sales through social media. Marketers are hurrying to try something new in marketing world, simply because they don’t want to be left behind. If everyone is using Facebook to have sales, they are also there, trying to target every Facebook users and forgetting their target market. Read for yourself.
By ZoomInsights staff
New technology often leads to a gap between goals and execution across industries, and according to a Demandbase study – done in conjunction with Ziff Davis – that is true for B2B marketers. The report, “Account-Based Marketing in 2013,” said, “Many survey respondents indicated that how their companies measure results, produce content or even use resources does not correspond to their long-term priorities.”
In many ways, this is an age-old tale. Everyone wants to use the newest tools, but not everyone takes the time to plot out a strategy. Not surprisingly, the report said, “To stay competitive, such organizations must bridge this gap by testing new approaches, thinking strategically and measuring their results.”
Social media and content marketing on the rise
While the report found that SEO still claims the top spot when it comes to the strategies that companies use for online marketing, it is social media and “inbound marketing/content creation/blogs” that come in second and third. These inexpensive marketing tools that take your company’s message straight to the people have become powerful extensions of the B2B marketing machine. As these tools gain prominence, however, there will be questions to be answered.
On the other hand, pay-per-click campaigns seem to be on the decline, and display advertising also rank low.
Who are b2b marketers targeting?
Demandbase asked its respondents “Which of the following marketing targets are most important to your company?” and “Which of the following marketing targets consume the most marketing resources (e.g., budget, staff time, other resources)?” In both cases, marketers indicated that they are focused on targeting companies by industry and/or vertical market. Coming in second, in both cases, was “prospect title.”
The report warns marketers against making too many assumptions about people with desirable titles: “While targeting by title can be effective in marketing a narrow niche product or service or for the creation of buyer personas, it can also limit the efficiency of marketing efforts by failing to better define what the title really means within the context of a particular company — or where that company exists in the context of your buying universe. Are they likely to ever buy from you —or is it a case of right person, wrong company? Context is key.”
A lack of understanding
Although the marketers who were interviewed indicated that “increased focus on individual prospect types/buyer personas” and “increased focus on industries or vertical markets” were their biggest priorities, the research found that many of these same people were struggling to understand those target markets: “With 50 percent of the respondents who say they have only a basic understanding of their target market, and another 10 percent who say they don’t yet understand their target at all, this area indicates room for ample growth.”
How to improve your B2B marketing efforts
The report drew three concrete conclusions about how B2B marketers can improve their efforts in the coming year:
- Align targets, resources, lead scoring and content creation. Long-term goals and areas of focus should serve as a guide.
- Consider diving deeper into data you have collected about your existing customers as the shortest path to a more thorough understanding of who your new customers will be.
- Limited budget and resource concerns lend themselves to a renewed focus on account-based marketing techniques, combining what you know about the companies most likely to buy with your tactical campaign selection, lead scoring, lead nurturing, buyer persona creation and content strategy.
As it turns out, much of what the report concludes is common-sense advice. Know your audience, have a strategy, and measure your success – wisdom for this year and next.
P.S. ZoomInfo has partnered with Vorsight, an award winning sales effectiveness firm, to host “Unlock the Secrets to Handling Objections”. Please join us for a free webinar on Tuesday, January 22nd at 1:00 PM. Space is limited. Reserve your spot today!
Are you guilty of not understanding your target markets? This is very important in the business. This is the basis of every strategy. When you know your markets are, it will be easy for you to do your next step. Who are your targets? Have you figure out already? Comment if you know!
What’s up? Is everyone in the good mood this very moment? I stumble upon a short post from the ChangingMinds Blog and it makes me smile and I believe this will also set you into a good mood. What the author said in the blog is true. The post is simple but the meaning is deep. The mirror symbolizes a simple incentives marketing. You make people feel good and therefore they will keep on coming back to you and here is where the business started. Make profit by making people feel good. Here is the whole blog.
The flattering mirror
I went into a restaurant recently with my wife, who went to the bathroom and came back looking rather pleased. I asked her what was up and she told me there was a ‘nice mirror’ in the bathroom. She had looked at herself in it and somehow she seemed to look better than usual.
My wife always looks good and is not vain, and her observation stood out because she very seldom makes such comments. She is very observant, so clearly something was different. We chatted about what might be the cause and came up with thoughts, such as the possibility of less harsh lighting than usual (bathrooms are often quite stark), a slightly concave mirror (which would make people look a little thinner), and a slight ripple in the glass that softens the reflected image.
Whatever the cause, I wondered if it was deliberate and thought it a brilliantly simple way of creating happy customers. How many people have gone to the bathroom there and left with a warm glow, perhaps not realizing why, and then transferring the good feelings to the restaurant and the food? Of course the result would likely be them returning there and recommending it to others. And all because some smart person thought of a neat way to make customers feel good.
And what about mirror manufacturers? And home bathroom designers? You could sell such mirrors into many places. There’s a simple equation here: Making customers feel good = more business, more profit. Anyone with customers can consider at everything the customer does when connected in any way with the brand and think: How can I make them feel good here?
Does this post make you feel good? Do you know how to make people feel good about your product or services? This is very essential because our customers are our boss and they are the one who will keep us on the business. Love to hear your thoughts about it!
This is an amazing day! It is amazing because I am here again sharing another interesting stuff with you. The blog title is No Problem, No Need which was written by Jim Keenan (@keenan) of A Sales Guy. What makes this blog interesting is how the author presented the term “need”. We have been taught to sell something that the people need. This is true but why some people refuse your product? Is it because they don’t need the product or services? If you are certain they need it why they are not buying it? These questions will be answered through this blog. Come on and read it and include this to your inside sales technique!
No Problem, No Need
By Jim Keenan
As sales people we are taught to find a need and sell to it. Needs based selling is what many of us have been taught from the early days. In almost every conversation I have with sales people on how to sell, the word “need” comes up. It’s without a doubt the most common term I hear sales people use when discussing how they sell and what sales is all about.
In almost all cases it’s explained as the “thing” a sale must be attached to. Need, is what sales people need to ferret out. Good sales people find need. The best sales people dig and search until they can find a need, then they sell to that need by telling the prospect how their product or service can fill their need. As good as it sounds, this approach is wrong and actually handicaps sales people.
Selling to a need assumes the customer has a need and more importantly, knows they have a need. The problem with this assumption is most sales opportunities are found because the prospect didn’t know they had a need. They didn’t know they needed anything. They thought things were just fine. Have you ever listened to someone sell to a need that didn’t exist? It’s painful. The customer says they don’t need the sales persons product, and the sales person flounders around looking for a need, while the customer says nope, I’m happy with my current product, yup, it does that, nope don’t need that feature, nope don’t need that, nope, don’t need that feature either. After about 5 min. if the sales person is lucky, the call is over, dejected and confused, they call the next poor soul, ready to find their need.
Here’s what’s wrong.
There is no need without a problem. Trying to find a need without finding the problem is like trying to fish without a pond. NO pond, no fish. No problem no need.
A problem is when something can’t get done, a goal is being blocked, or when there is a hinderance to reaching an objective. A problem is when something is preventing something from being achieved such as; information, knowledge, a tool, resources, insight, etc. Problems exist when things are missing. The missing things is where the needs come in.
Rather than selling to need, find the problem. Don’t ask if the client needs something. Don’t look for need but rather for a problem. Dig in to see how they are operating the business your product effects. Try to determine if they are happy with the results they’re getting. Ask if they are getting everything out of the current environment they want. Ask if they are on track to achieve their yearly goals. Ask if their competition can do things they can’t. Find out if they would like to get more out of the current environment. The key is to look for problems or even better show them they have a problem they didn’t know they had.
If you want to increase sales stop looking for a need. Start by trying to identify a problem. Once you’ve found the problem, you then can start focusing on what they NEED to solve it.
All sales starts with a problem, everything else comes after. Find or uncover the customer(s) problem and everything else will take care of itself.
This is a great real life story on how focusing on need gets a “NO!” But, finding the problem gets a “YES!”:
Be a problem finder.
As a final thought, the author states that you should find first the problem then offer the solution they need. In this case, they will find your product or services irresistible because they badly need it! So what do you think about the whole post? Have you learned something today? Comments are welcome!
Businesses nowadays need software sales tool. We need this to ensure that all our data is accurate to make an accurate decision as well. However, not all sales software fits our needs. Some tools might be effective to one company but might not fit us. With this I think that I should share every kind of software that I find online and it is up to you to choose which fits your needs. I will share a tool from SuccessFactors Blog (@successfactors) written by Mark Brandau. Study what you need in your business and see if the feature of the tool fits your need.
The Right Fit
By Mark Brandau
I just bought a new coat.
I know, I know – “so what, who cares.”
But here’s the thing— I really like this coat. It’s actually a 3-in-1, meaning I can wear the shell, or the liner each as a separate jacket, and when they are combined – it becomes a warm, full coat. Plus, its water resistant, includes a hidden hood, lots of pockets, and looks equally good over a suit or with more casual stuff. And since I travel a bit, this versatility helps. This is a great coat.
If you’re a learning professional, I’d suggested you should feel the exact same way about your learning management solution/LMS as I feel about my new coat.
Are you excited about using it? Does it provide a tremendous amount of flexibility – for any and all occasions? Does it travel well—ensuring that learning can truly be accomplished anywhere, on any device, with any user, and any content? Does it stand on its own as a best-of-breed solution, and function as a seamless part of the leading talent suite? And does your learning solution deliver measurable results, making you and your team look good, regardless of business climate?
According to Bersin’s new 2013 Learning Management Systems Market Map, “Of all HR technologies, the LMS is the one system that touches every employee in an organization. It is also one of the HR systems with which buyers have been least satisfied.” If you’re feeling like your current LMS or learning solution doesn’t quite “fit” any more—I would encourage you to take a look at SuccessFactors Learning. For nearly 20 years, we’ve been a perennial leader in every analyst report (including Bersin’s new 2013 Learning Market Map). While we’re proud of this, we’re not content. In fact, our new, February release reaffirms our commitment to lead the market by continuously providing you with learning enhancements and innovations.
With our February release, we’re excited to deliver Learning enhancements that include, but are not limited to: Enhanced support for learning on iPads, a new training and budgeting planner, and new support for Extended Enterprise eCommerce Subscriptions. With our new training and budgeting planner, you get a better idea of the training needs of your organization and can manage your training budget all in the same place. Employees and managers can submit training requests for review and approval. And, you can restrict an organization’s training budget or the number of employees a manager can send to a training course. It’s a win-win — you ensure company compliance with country-specific training requirements, and employees get the training they need for continued business success. Plus, with this release, you can enjoy a new way to monetize your learning investment with e-commerce subscriptions for the extended enterprise. This allows you to offer bundled training content to your customers at a fixed price for a specified period of time.
These improvements certainly provide greater flexibility and help ensure you look good by giving you more ways to increase learning ROI.
As I’ve recently experienced– clearly, all coats are not created equal. And if you’ve outgrown your learning solution, or think all LMS’s or Learning solutions “fit” the same, take a look at SuccessFactors Learning and our new February release. We think you’ll like how it fits.
Thanks for reading! Does the software mention above fits your needs? If so, are you going to use it? If not, what kind of tool do you need for your business? Your thoughts are valuable to us so make sure that you write it on the comment box before you leave.
Do you know the right way to make your customers fall in love with your business? Customers are the heart of the business and one business cannot survive with them. It is essential that you win their heart! If you fall short in this aspect, this is the blog that you should read. Selling incentives is okay but it is not enough. The blog here that I am going to share is written by Brian Honigman (@BrianHonigman) from Kissmetrics. He is going to share 10 Ways to Make Customers Fall in Love with Your Business. Read it now and start applying it in your business!
10 Ways to Make Customers Fall in Love with Your Business
By Brian Honigman
Nurturing relationships with your customers is a crucial part of growing a successful business. In this age of automation and innovation, caring for your customers has never been more important.
At any moment, an unhappy customer can share their opinion with the masses through social media and the web and negatively affect your business. That’s why it’s even more important than ever to create an excellent experience for your customers to help develop your company’s relationship with them into love.
Walt Disney said it best, “Do what you do so well that they will want to see it again and bring their friends.” Creating love between your company and your customers can help scale positive word of mouth that’s absolutely priceless.
Creating a customer-focused culture of this nature is a business opportunity that should not be overlooked. Most businesses are failing when it comes to the customer experience, which is your opportunity to swoop in and enchant those same customers into falling for your company.
The data speaks for itself:
- Only 37% of brands received good or excellent customer experience index scores in 2012. Whereas, 64% of brands got a rating of “OK,” “poor,” or “very poor” from their customers. Source: Forrester Research
- As many as 89% of consumers began doing business with a competitor following a poor customer experience. Source: RightNow
- Up to 60% of consumers will pay more for a better customer experience.Source: Desk
- Average annual value of each customer relationship lost to a competitor or abandoned – $289. Source: Genesys Report
It’s quite clear that now is a good time to solidify your relationship with your customers in a meaningful way. Here are 10 ways to help make your customers fall in love with your business.
1. Treat your Customers Right – Genuinely Interact
Happy customers who get their issue resolved tell 4 to 6 people about their experience. So that’s a way to significantly influence the word of mouth about your business. Don’t act as a nameless or faceless business; genuinely talk with your customers as a person representing the business. Address your customers by name, and tell them your name at the very beginning of your interaction.
Talk to your customers as you would in person, not like you would in a press release. Examples of this are noticeable when it comes to customer service on social media where the genuine shine through and the others seem forced and uptight, which is the opposite of being “social.” American Express does this well onTwitter, ensuring all customer concerns are answered in a timely manner with a friendly and personal response, signed by the employee who’s doing the tweeting.
2. Don’t Come on Too Strong – Respect Your Customers
A third of consumers say they experience rude customer service at least once a month, and 58% of them tell their friends. This is exactly how word of mouth can work against your company’s reputation for the long term. It’s very important to be respectful of a customer’s mood when trying to resolve an issue they have with your company.
Keeping your patience is key to giving your customer the time to air out their issue. And, in turn, it creates the opportunity for you to help resolve the issue and make them comfortable. The more comfortable the customer is the more likely they’ll share valuable feedback that can help prevent similar issues from occurring again in the future.
3. Always Listen – Hear What Your Customers are Saying
At a time when it’s easy to have a two-way dialogue with your customers, it’s important to truly listen. When listening to your customers, take into account what changes your organization should make from this feedback, and then follow through. Your customers are the lifeblood of your organization, and not dealing with the reasonable requests could cause backlash.
Use the following methods to gather feedback from your customers:
- Focus Groups
- Point of Sale
- Customer Service
- Social Media
- Communities and Groups
- Email and Web Forms
4. Continue to Satisfy – Offer Ongoing Support and Specials
The #1 reason for customer attrition is dissatisfaction with customer service. Do everything in your power to provide excellent service to your customers on an ongoing basis. Respond quickly and enthusiastically, and be ready to present a special offer or discount with the hope of up-selling the customer to buy more.
There’s never any reason to slow down on satisfying your audience, especially when they’re chatting with you live over the phone. It’s important to note that 81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition. Take note, customer satisfaction is a key differentiator in a sea of other companies.
Besides offering support, ongoing specials will continue to help enchant and satisfy your customers for the long term. Create engaging multi-channel promotions centered around discounts, giveaways, sweepstakes, and contests. Distribute these offers via email, social media, print, in-store, and across your other marketing channels for full exposure, much like HairDazzle has done on Twitter above.
5. Treat a Customer Like a Valued Partner – Communication is Two Way
As previously mentioned, take your customer’s feedback seriously and act upon reasonable requests. What’s the point of listening if you’re not going to act on that feedback? Make sure it’s clear that you want your customer’s feedback and that your business truly values them as a partner.
If you’re looking for an example of how to show your customer that their opinion matters, look at what the Buffer app team is doing. Buffer app is a social media management tool that helps businesses and individuals schedule their content for the best times to share and get engagement. The Buffer blog features a variety of quality content focused on marketing, achieving happiness, and a monthly series known as the Happiness Report.
This report highlights how the Buffer team is managing customer support each month by what worked well, what didn’t work well, what they plan to work on for the future, and finally, a request for feedback from their customers. This is a lesson for all businesses on how to be completely transparent and actively allow your customers to partake in improving your product for the future. Focusing on your customer to this degree is a major way to strengthen their trust, loyalty, and overall love for your company.
6. Build Trust – Alert Customers to Large Scale Changes, Good or Bad
It takes 12 positive service experiences to make up for 1 negative experience. This is how sensitive trust is between a business and its customers. No matter your size, keep your customers in the know when it comes to positive and negatives changes to your products and services that affect them. It’s crucial to tread lightly when making changes to your products and services because your customers have become accustomed to what you’ve already got.
Here’s an example of what not to do.
Recently, Instagram updated its terms of service but neglected to be clear about the changes that would be made to the social network. The wording was confusing, and therefore, the company’s intentions were not clear. Their users immediately voiced concern across the web about these changes. Most of this feedback was outrage and many left the service or threatened to leave, like power user National Geographic. Instagram quickly responded to the outrage andreversed their decision to update their terms of service. In the end, the situation was handled well in terms of the cleanup; but now, due to the poor communication around their terms of service, Instagram has lost the trust of their audience, which is hard to regain.
Here’s what to do to gain trust:
- Heavily research whether changes to your company could alter public perception.
- Be methodical in how you communicate the changes to your product and services.
- Tell your customers when you’ve made a change, you’ve screwed up, or you’ve done something right. A healthy mix will give your customers a transparent look into your company that can’t be forged.
- Find value in the feedback about your company changes.
7. Be Transparent – Honesty is Crucial When it comes to Mistakes
Being transparent in the digital age is a must. Much like the principles discussed above, transparency is a critical factor in building trust, satisfaction, and love from your customers. What does it mean to be transparent?
- Transparency means that you are not afraid of feedback.
- Transparency means that you have nothing to hide.
- Transparency means your employees’ personal and work persona blur.
- Transparency means you like to have conversations with your customers.
8. Follow Through on Your Word – Follow Up on Promises
Your word is your bond. Following up on your promises helps show the transparency of your business, while helping to build a feeling of trust and dependability with your audience.
Manage the expectations of your customers to ensure realistic goals are set and can be met. By remaining consistent in your messaging, your customers will learn what they should expect from you in the future.
F.W. Nichol said it best, “When you get right down to the root of the meaning of the word “succeed,” you find that it simply means to follow through.”
9. Recognize Responsibility – The Customer is Always Right
No matter the circumstance, the customer is always right. This is a rule to guide your business through its growth, from customer service to user experience to product development. To help set this in motion, create a customer service policy to show your customers they are always right. Organize this policy into three parts:
- Highlight phrases for your company to use that’ll make your customers happy. Again, consistency and a personal touch go a long way.
- Never let your customers forget your business by following up effectively. Keep it personal by following up on special occasions and consistently writing handwritten follow-up notes.
- Define how to deal with unsatisfied customers with action steps to ensure there is a thorough process for all employees to follow to resolve a customer issue, ideally turning unhappy customers into your strongest advocates.
10. Always Say “Thank You” – Kindness and Gratitude will Take You Far
Last, but certainly not least, always say “Thank you.” As many as 3 out of 4 customers say they have spent more with a company because of a history of positive experiences. Kindness and gratitude for a customer’s business is an undeniable way to further enchant them for the long term.
Craft every thank you sent out from your company to be specific to the customer, relevancy is key. Be as appreciative as possible to your customers for taking the time to go through the process of resolving their issue. Finally, follow up with a good old fashioned “Thank you.”
Take a look at these 10 golden rules of customer relationship managementvisualized.
I believe that the above mention ways are effective and very easy to apply. Customer as the core of every business should be left happy and satisfied.
As a salesperson or owner of the business what are your ways to make your customer happy? Share your strategy with us!
All the best,
Every day is a gift right? The moment you wake and you realize that you still have another day to live is already a gift so we should always be thankful and do our best each day. Speaking of gift, I have a gift for you. This is a piece of information I got from Reachable blog (@Reach_able) that was written by Greg Fiorindo. This blog talks about relationship in business, on how social interaction with clients can bring revenue to the company. The author also discussed about giving team incentives for the team who bring revenue to the company by inputting data to the CRM. Now, here is the entire blog!
By Greg Fiorindo
Enterprises big and small are realizing that the capabilities introduced in consumer social networks can add immense value and productivity to the corporate world. The growth in adoption of enterprise social networking tools like Yammer, Chatter and Jive is evidence that the way companies communicate internally among employees and externally with customers and partners is changing dramatically and permanently.
One of the fundamental reasons for this change is the benefit of social discovery. Social techniques like groups, feeds, @mentions, and hash tagging enable employees to effortlessly discover content, expertise and information from across the company in ways that email just can’t touch. There is a 2-day conference going on right now in San Francisco dedicated to this topic of social discovery.
So why don’t CRM systems to a better job of allowing Sales Professionals to discover social relationships? Companies spend an incredible amount of effort, time, and money getting their sales professionals to enter Contacts, and update Opportunities. Shouldn’t there be a reward for the teams on the front line driving revenue for inputting data into CRM?
After 10 years in sales & sales management at Salesforce.com having seen SFA implementations big and small, simple and complex, I believe there should be much more reward and insights available to the selling professionals, and it should come from a company’s enterprise social graph. The enterprise social graph simply stated is every relationship of every employee, customer and partner your company has, on line and off. With all the efforts being invested in social media, one of the most valuable assets a company has, it’s collection of relationships, is being overlooked. Layering your enterprise social graph into CRM can add powerful social discovery into the simplest of tasks that can answer important questions during a sales pursuit, and can drive significant sales productivity:
- What if a brand new Sales Rep at your company, by simply viewing an account in CRM, could immediately discover which company executives have meaningful relationships in the account?
- What if a Sales Rep could enter a new contact in a key account, and immediately discover colleagues that worked with that person at previous companies?
- Or one of my favorites, what if you could pull up an account and discover people in the account that used your product at a previous company?
Your enterprise social graph can tell you exactly those things and so much more!
We continuously discover something new in social aspect of business and we shouldn’t stop. This is especially if it is a great help for us or we can use it to our advantage. Although, there are advantages, there are also risks so we should learn to manage both. Do you find social discovery interesting?
Does your company always announce sales contests? Do you want to win this time? If so, it is important that you can track your activities or your sales pitch as well as your team to know which works and what action should be done. In any game, it is crucial to see how the team is going, this way, you can adjust things out! Crushpath Analytics is perfect for this. You can be able to see if your pitching style is effective or not. You can also study the people who are interested in your Pitch Site so they can be your easy target. Read what Matt Wilkinson (@n2frizbee) can say about Crushpath Pitch Site Analytics!
by Matt Wilkinson
You want to sell, not spend all day mining numbers. But It’s a numbers-driven world if you want higher engagement. Our solution? Crushpath Analytics. Our analytics page is the simplest, most visual, and most awesome way to see how your Pitch is performing, today and over time.
Crushpath Pitch Sites have always been the way to quickly test and target your pitch, but with these robust, easy-to-read features, the ability to test effectiveness, optimize, and get totally agile with your pitch is right in your hands! You’ll see:
- Daily Views—a visual time-based chart that shows you trends in viewers.
- Views—the number of visitors you have had to your Pitch Site.
- Unique Visitors and return Visitors.
- Leads—the number of responses your Pitch Site is getting.
- Conversion rate—the percentage of Visitors who become leads.
Knowing where your visitors are coming from is the key to getting more. You’ll know where to focus when you see:
- Referal sites—where your Visitor saw your pitch and clicked over.
- Email clicks—you’ll be able to see which users responded to which emails.
Analytics for teams lets you know who is leading the charge with the best numbers. If someone is Crushing it, you’ll know they hit a nerve with their pitch. This gives you even more ability to target the right channels and get the right message. You’ll see:
- Stats on every pitch your team has created.
- Sort features based on individual stats.
- Filters for individual users to monitor progress.
Analytics is your new nerve center but we’ve also made it easy to take action right from the Analytics page! You can:
- Open any pitch on the list in a new tab for quick viewing.
- Promote right from the analytics page.
- Duplicate and use any Pitch Site as a template.
- Edit—go immediately to any pitch site to edit it.
Get started with these tools now by clicking the Analytics tab on your Pitch Site Manager screen. Login now.
Are you a competitive person? Does your goal is “to be always the best”? Do you think Crushpath Analytics can help you achieve your goal? Every tool is useful, it is just depends on you on how you use it and how you perform after analyzing things out.
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